Four Loko is releasing the “hardest seltzer in the universe.”
The alcohol brand teased its latest beverage on Twitter. The label indicates the flavor is blue raspberry with 14% alcohol—which is nearly three times more than leading brands.
Four Loko enters a competitive market of spiked seltzer brands, which have dominated alcohol sales. Seltzer sales spiked nearly 200% between 2018 and 2019. In the first half of 2019, Americans spent nearly $400 million on hard seltzer. White Claw raked in nearly $71 million in sales by May 2019, surpassing major beer brands like Corona Light, Pacifico, and Guiness. UBS Group, a wealth management company, reportedly projected that hard seltzer could become a $2.5 billion industry by 2021.
Many remember that Four Loko was founded as an “energy beer” in 2005. By the 2010s, the drink became controversial and was banned from stores in several states. In 2014, it settled a lawsuit and the drink’s owner agreed not to sell caffeinated booze.
Four Loko hasn’t said when it will release its spiked seltzer.